Roger Brooks Report - Blaine, WA

Transcription

Assessment Findings and Suggestions Report
Bellingham & Neighboring Communities
July, 2015
INTRODUCTION
Opportunity Assessment
INTRODUCTION
In July of 2015, an Opportunity Assessment
of Bellingham and parts of Whatcom County,
Washington, was conducted, and the findings were
presented in a two-and-a-half hour workshop. The
assessment provides an unbiased overview of the
area - how it is seen by a visitor. It includes a review
of local marketing efforts, signage, attractions,
critical mass, retail mix, ease of getting around,
customer service, visitor amenities such as parking
and public restrooms, overall appeal, and the
community’s ability to attract overnight visitors.
In performing the Opportunity Assessment, we
looked at the area through the eyes of a first-time
visitor. No prior research was facilitated, and no
community representatives were contacted except
to set up the project. The town and surrounding
area were “secretly shopped.” Any person looking
to relocate their business, industry, or residence
will come to your community and area as a visitor
first. Tourism is the front door to all your economic
development efforts.
Once potential visitors find information about your
area, are the marketing materials good enough to
close the sale? In the Marketing Assessment, we
reviewed your visitor website and print marketing
materials.
A typical community has five opportunities to close
the sale:
1) Personal contact (visitor information centers,
trade shows, etc.)
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Bellingham & Neighboring Communities - Assessment Report
2) Websites
3) Brochures and printed materials
4) Publicity (articles)
5) Word of mouth - the most effective means
We searched the internet for activities, requested
and reviewed printed materials, and looked for
articles and third-party information. As we prepared
for travel to Whatcom County, we searched both
commercial and organizational websites promoting
the area, tourism websites, and read travel articles
and guidebooks.
The marketing assessment determined how
effective the marketing was in convincing a
potential visitor that the area would be worth a
special trip, a stop, or an overnight stay. The key to
the marketing assessment is to see if you have a
primary lure that makes you worth a special trip of a
one-hour drive - or from further away. The question
on most visitors’ minds is: What do you have that I
can’t get closer to home? What makes you worth a
special trip?
Where most communities falter is when they merely
provide “lists” of what the community has, whether
it’s truly “unique” or not. Nearly every community
in North America promotes the usual list of
diversions: local museums, shops and restaurants,
plenty of lodging, golf, outdoor recreation, historic
downtowns, scenic vistas, etc. Of course, nearly
every visitor can do these things closer to home.
So, what makes Bellingham and Whatcom County
worth the trip?
Always promote your primary lure first - what
makes you worth that special trip. THEN, promote
INTRODUCTION
your diversionary, or “complementary” activities.
Would you go to Anaheim, California, if Disneyland
wasn’t there? Do you think that Universal Studios
and Knotts Berry Farm mind that Disneyland gets
all the glory? Of course not. Eighty percent of all
tourism spending is with those secondary activities.
Disney does the heavy lifting in terms of advertising
and promotion, and the diversionary activities
benefit.
In a nutshell, the Marketing Effectiveness
Assessment looks for what makes your community
worth a special trip, or a great place to live, or to do
business. We look for details. Do you give a reason
for visiting, and do you provide enough information
to make it easy to plan a trip? Are the marketing
materials good enough to close the sale?
The second part of the assessment process is
the On-site Assessment. During this part of the
assessment, we spent more than a week in the
area, looking at enticements from highways
and freeways (signs, billboards, something that
would get a visitor to stop), beautification and
overall curb appeal, wayfinding (ease of getting
around), visitor amenities (public restrooms, visitor
information, parking), activities, overall appeal,
retail mix (lodging, dining, shopping), critical mass,
customer service, area attractions, pedestrian
friendliness, gathering spaces, evening activities,
and the availability of marketing materials and their
effectiveness.
The area benefits from tourism when visitors
spend money, and they do that in the local gift
shops, restaurants, hotels, etc. Therefore, the Onsite Assessment includes a candid look at private
businesses as much as public spaces and amenities.
For every shortcoming or challenge we note during
the assessment process, we provide a low-cost
“suggestion,” where possible, on how the challenge
can be corrected or overcome. The suggestions
are not termed “recommendations,” as they were
developed without consulting the community first
about possible constraints, future plans, or reasons
why the suggestions may not be appropriate.
Hopefully this assessment process will open
dialogue within the communities, leading people to
adopt some or all of the suggestions, taking them
from suggestions to recommendations.
It’s important to note that to increase the tourism
industry, fulfilling one or two of the suggestions
may have little impact, but implementing a number
of them, if not all, can have a profoundly successful
impact on the area’s ability to tap into the tourism
industry.
Implementation of these suggestions must be
a region-wide effort, involving both privately
owned businesses as well as local, county, and
state agencies, where appropriate. Every local
organization plays a role in tourism, downtown
revitalization, or economic development efforts.
A Destination Marketing Organization (DMO, CVB,
Chamber, TPA, etc.) will not be successful if the
tourism effort is not region-wide.
In many cases, issues may come up that you are
already aware of and are already working on. In
that case, the assessment validates those efforts.
But more often than not, the assessment will point
out things that you are aware of but can’t mention
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INTRODUCTION
or bring up without paying a political price. Local
politics can be a killer of the tourism industry.
While marketing efforts are important, product
development is the most important factor of a
successful tourism industry. Visitors want activities,
not just things to look at. How much time can a
visitor spend enjoying activities - that cater to their
interests - in your area? Does your community
have truly unique attractions the visitor can’t get
closer to home? You must be able to deliver on
your marketing promises – otherwise visitors might
come once, but they won’t come back. It’s much
more cost effective to bring people back, than to
always go out and entice new visitors into town.
“Been there, done that” communities eventually run
out of visitors and find they don’t have a sustainable
tourism industry, or they simply become pit stops
or gateways on the way to somewhere else.
After spending several days reviewing marketing
materials and assessing the region, we have
looked at all of these issues, and have developed
some suggestions and ideas the area can discuss
and possibly implement to help increase tourism
spending.
SUCCESSFUL TOURISM TRANSLATES TO CASH
Tourism is successful when the community imports
more cash than it exports. When residents spend
their hard-earned money outside the community,
the community is exporting cash – often referred
to as “leakage.” Tourism helps fill that gap,
importing cash into the local economy without
the necessity of having to provide extended
social and other services. Visitors come, spend
money, then go home. When you import more
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cash than you export, you have a positive “balance
of trade.” Communities with successful tourism
programs easily see that the industry subsidizes the
community, whereas other communities find that
they subsidize visitors – providing services visitors
use without them leaving enough money behind to
cover the cost of those services.
The primary goal of the tourism industry is to bring
more cash into the local economy. This doesn’t
happen when visitors come into the community,
get out of their cars, and take photographs. And
it doesn’t happen when visitors go swimming in
the lake at your park all day, sunning, and eating
the lunch they brought from home. And it doesn’t
happen when visitors hike down your trails, enjoy
your interpretive centers, or stroll through your
lovely arboretums. These are all great things to do,
and, of course, you do want your visitors to do these
– but, you also want to entice them into your shops,
your cafes, espresso stands, restaurants, galleries,
B&B’s, and hotels, ultimately opening their wallets
to make purchases. That is what helps your local
economy, your small merchants, your hoteliers, and
your tax coffers.
To entice visitors to spend money in your
community, you need to have places for them to
spend it – you need to have the right mix of shops,
restaurants, entertainment, and lodging facilities,
all in an attractive setting, as well as attractions that
make them want to visit you in the first place.
INTRODUCTION
THE THREE TYPES OF TOURISM
1. Visiting friends and family
The number one reason people travel is to visit
friends and/or family. If you did nothing to
promote tourism, you would still have tourism
in your community. However, when friends and
family come to visit, do your residents take them
out to eat, shop, dine locally? Or do they head to
a neighboring community? Do your locals even
know what you have to offer? An effective tourism
marketing effort also includes educating locals as to
what you have and how to find it through effective
wayfinding signage, gateways and advertising.
lodging establishments, eat virtually all their meals
in local restaurants, and their top diversionary
activity is shopping and dining in a pedestrianfriendly setting.
The average leisure visitor is active 14 hours a day,
yet typically only spends four to six hours with the
primary lure. They then spend eight to ten hours
with diversionary activities - things they could
do closer to home, but will do while in the area.
A good example of this is Branson, Missouri, the
“live music-theater capital of the world.” This town
of 6,500 residents hosts 7.5 million visitors a year.
2. Business travel
The second most popular reason for travel is
business. Included in this category is educational
travel: colleges and universities, as well as
conventions and meetings, corporate travel,
vendor travel, etc. Like leisure travelers, this group
is looking for things to do “after hours” while in
the area. The most successful convention and
trade show towns are the result of their secondary
activities or “diversions,” not simply because of
their convention and exhibition facilities. Think
Disneyworld, Disneyland, San Antonio’s River Walk,
and Banff, to name a few.
3. Leisure travel
The third, and most lucrative of all types of visitors,
is the leisure traveler. They have no personal
connections to the community, but are coming
purely to enjoy themselves. They stay in commercial
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INTRODUCTION
The primary “lure” is the 49 music theaters. The
average visitor attends two shows a day over about
four hours. During the other hours of the day, the
visitor will shop in local outlet malls, head to the
water parks, theme parks, and other attractions,
play a round of golf, hike, bike, fish, do some bird
watching, and participate in any number of other
activities they could do closer to home, but will do
while visiting Branson.
attractions and supporting amenities that convince
visitors to spend the night. And those attractions
must be different from what the visitor can get
closer to home.
THE THREE STAGES OF TOURISM
THE FOUR-TIMES RULE
1. Status quo
Visitors will make a point of stopping or staying in
a community if it has enough activities that appeal
specifically to them and will keep them busy four
times longer than it took them to get there.
If you take no action to develop the tourism
industry, you will still have an element of tourism,
simply because some travelers will pull off local
highways or freeways for gas, food, or lodging,
as well as the fact that the number one reason
for travel is to visit friends or family. If you have
residents, you will have some tourism.
2. Getting people to stop
The first priority of developing a successful tourism
industry is getting people to stop. Imagine how
successful businesses in the community would be
if just 50% of the vehicles traveling through pulled
off the highway and spent just 30 minutes in your
community – buying gas, an ice cream cone, a
sandwich, a gift or souvenir?
If there’s a strong pull, imagine the money spent if
visitors stayed two hours in the community, which
nearly always translates to additional spending.
The first goal is to get those travelers to stop.
3. Becoming the destination
To become a destination community you must have
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Overnight visitors spend three times that of
day visitors, and nearly ten times that of visitors
using your community as a pit stop on the way to
somewhere else.
In other words, if a person has to drive 15 minutes
to visit you, do you have enough for them to do to
keep them busy for an hour? (4 times 15 minutes)
If a visitor has to drive an hour, do you have the
activities and amenities to keep them busy for four
hours?
The more you have to offer, collectively, the further
visitors will come, and the longer they will stay, and
of course, the more they will spend. This is why it is
so important for communities to market more than
just their immediate geographic areas. By marketing
neighboring activities and attractions, you present
much more for a visitor to do, and you make the
visit worth the trip.
Visitors don’t care about city limits or county lines –
so market the broader package and you’ll be able to
keep people in the area long enough to translate to
another meal, some more shopping, and hopefully,
an overnight stay.
INTRODUCTION
SELL THE EXPERIENCE, NOT GEOGRAPHY
Nearly every destination marketing organization
is charged with promoting a geographic area, yet
visitors couldn’t care less about those boundaries.
They are looking for activities that cater to their
interests, and location is second to the experience.
ALWAYS promote the primary lure first, then the
location. People by the millions head to Disneyland,
Disneyworld, Dollywood and other attractions. They
are not going to Anaheim, Orlando or Pigeon Forge.
Always sell the activity - the experience - THEN the
location.
LURES, DIVERSIONS AND AMBIANCE
Too often communities promote the list of
diversions that nearly every community has. The
primary lure is the activity that a visitor can’t find
closer to home.
Always promote your primary lure, then the
diversions. Do not try to be all things to all people.
Have you ever gone anywhere because they had
“something for everyone?” Of course not - you go
there because they have something specific for you.
Find your niche and promote it like crazy.
Historic downtowns provide ambiance - they are
not attractions, diversions, nor are they a primary
lure. It’s what’s in the buildings that makes a
downtown a destination.
The same can be said for scenery. Unless your
vista is a world-class scene, such as Niagara Falls or
the Grand Canyon, scenic vistas create wonderful
ambiance, but don’t translate to spending, and they
only last a few minutes. Then what?
All too often communities promote their heritage
as a primary draw. How far would you travel to
visit a mining museum? A timber museum? An
agricultural center? A county historical museum?
Heritage must be outstanding and pervasive
throughout the community to be a primary lure,
such as Plimoth Plantation or Salem, Massachusetts.
Thousands of communities are the “capital” of
something. For instance, in California, Borrego
Springs is the grapefruit capital of the world. Gilroy
is the garlic capital. Modesto is the tomato capital.
Gridley is the kiwi capital. Oxnard is the strawberry
capital. Fallbrook is the avocado capital. But here’s
the question: Have you ever gone anywhere
because it was the capital of a fruit or vegetable?
Your local heritage is important to the community
and can set the ambiance, even becoming a
diversionary activity. For local heritage to be a
major attraction, it needs to combine activities with
ambiance, and it needs to be pervasive throughout
the area.
BE DIFFERENT OR THE BEST
Why should a visitor come to your community
if they can enjoy the same activities closer to
home? Too many communities promote “outdoor
recreation” as their primary draw. Unfortunately,
that is the same attraction promoted by nearly
every community in North America.
If you are different, then you have a reason for
travelers to choose to visit you. If you are the best,
then visitors will generally flock to your doors.
If you have great hiking trails, then market their
unique qualities. Be specific and paint the image
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INTRODUCTION
of how wonderful they are in the minds of
your potential visitors. If you have one fantastic
restaurant in town, let people know about it – a
unique dining experience is something many
people will travel far to enjoy.
Ashland, Oregon, previously a depressed timber
town, began its Shakespeare Festival, which now
runs nine months of the year and draws hundreds
of thousands of visitors who spend an average of six
nights in the community. The Shakespeare Festival
made Ashland different from any other community.
Leavenworth, Washington, another dying timber
town, adopted a Bavarian architectural theme and
produces dozens of Bavarian events every year.
Some now say the town looks more genuinely
Bavarian than towns in Bavaria. It is now one of the
primary tourist destinations in Washington state,
hosting more than 2.5 million visitors annually. They
offer a different experience, an experience that is
pervasive throughout town.
Okanogan County, Washington is an outdoor
recreational paradise – just like 37 of the 38
other counties in Washington. So why go to
the Okanogan? Because they are the best. They
researched guidebooks, newspaper and magazine
articles, and pulled quotes they could use in their
advertising efforts. Like, “Pinch yourself, you’re in
Okanogan Country with perhaps the best cross
country skiing on the continent.” This, and other
quotes like it, make it worth the drive to visit
Okanogan Country. The third-party endorsements
show that they are the best.
Set yourself apart from everyone else, and you’ll see
that by being unique, you’ll be a greater attraction.
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CRITICAL MASS MEANS CASH
Although it may not be the primary reason why
visitors come to your community, shopping and
dining in a pedestrian setting is the number one
activity of visitors. Besides lodging, it is also how
visitors spend the most amount of money.
Do you have a pedestrian-friendly shopping district?
If not, can you create one? Many communities
have been highly successful with the development
of a two or three block long pedestrian “village”
including visitor-oriented retail shops, dining, visitor
information, restrooms, etc., all in an attractive,
landscaped setting.
The general rule of thumb in those two or three
blocks (not spread out all over town) is 10+10+10:
Ten destination retail shops, which includes
galleries, antiques, collectibles, home accents and
furnishings, artists in action, book stores, logo gear
(clothing), souvenirs, outfitters, tour operators,
activity shops such as kites, jewelry, wine or
tobacco shops, and other specialties. The second
ten is for food: ice cream, fudge and candy stores,
soda fountains, sit-down dining, coffee shops, cafes,
bistros, delis, etc. And the final ten are businesses
open after 6:00 pm. This includes entertainment:
bars, dance clubs, theaters (movies and performing
arts), retail shops with activities (piano bar in a wine
shop), etc.
The important point is to group these businesses
together to create the “critical mass” in a pedestrianfriendly setting. This will attract visitors as well as
locals, and make it worth their while to stop and
shop. People are always drawn to the critical mass –
INTRODUCTION
the opportunity to have multiple choices, multiple
experiences, all in a convenient and attractive
setting.
TOURISM IS AN ECONOMIC
DEVELOPMENT ACTIVITY
The goal of successful tourism is for people to
come into the community, spend money, and
go home. Tourism is nearly a $650 billion dollar
industry in the U.S., nearly $75 billion in Canada,
and supports millions of jobs. Ninety percent of
tourism industry businesses are small businesses,
of which 90% have less then 15 employees. Tourism
provides the opportunity for entrepreneurs to
get started, for small family-run businesses to
thrive, and for artisans and craftspeople to find a
market. It creates the basis for a unique niche-retail
environment including wineries, artists, crafts,
etc. Tourism provides a diverse market within the
community, expanding its potential. Enhancing the
community through beautification efforts creates
an attractive setting for both locals and visitors,
key in revitalizing a community’s downtown. And
a tourism-friendly town will attract non-tourism
industries faster than others – new businesses
will see the community as a visitor before they
make a final determination about the community.
Tourism is the front door to your other economic
development efforts.
The benefits of a healthy tourism industry can
rejuvenate a town, foster community pride,
encourage economic diversity, and lead the way to
a vital, successful community.
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INTRODUCTION
NEXT STEPS
The findings and suggestions in this report will
provide many ideas, strategies, and goals to reach
for. We hope that it fosters dialogue and becomes a
springboard for the region in enhancing the tourism
industry and other economic development efforts,
leading to greater prosperity, rejuvenation, and
enjoyment by all the citizens.
This report offers a first step in reaching that goal.
To fully realize the benefits of this assessment,
the communities should take these findings and
suggestions, discuss them and evaluate them, and
develop a plan for implementation.
A detailed branding plan would help to build on
the results of this assessment, adding in-depth
research, evaluation, and local input to develop a
unique brand and implementation program. The
assessment process essentially provides a look at
where you are today. RBI’s BrandCamp program
helps build your branding plan from the ground
up - with local input, brainstorming, research, and
creative planning. We can work with you to guide
you through the process, helping create a plan that
has local champions and community buy-in.
The next step in the planning process would be
to provide public outreach and review past and
current planning efforts. This would help determine
your goals as a region.
The third step would involve research, feasibility
and market analysis, and determining your brand what you are or hope to be known for.
Then comes the “development” portion of the plan
or the “how to get there” program: determining
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what product development initiatives need to
be undertaken to reinforce and grow the brand.
This also includes defining the roles of the various
local organizations. Brand-building takes a village
- everyone pulling in the same direction, each with
their own “to do list.”
Finally, there’s the detailed marketing plan: how and
when you will tell the world who you are and what
makes you special - the place to live, work and play.
The branding plan should be an “action plan” as
opposed to a “strategic plan.” You want a to do list,
by organization, not just general strategies, goals
and objectives.
The recommendations should provide all the
necessary steps for you to be successful in attaining
your goals of a more diverse economy with an
enhanced tourism industry and to become more
attractive and enjoyable for both visitors and
citizens.
A good plan will provide a program to get local
residents and the business community pulling
together, building the area’s unique image in the
minds of visitors and residents alike. The result
of your efforts will be a prosperous, enjoyable
environment in which to live, work, and visit.
FINDINGS & SUGGESTIONS
Findings & Suggestions
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The primary goal of tourism development is to increase the amount of
cash that is “imported” into the community. Fortunately, many of the same
ingredients that make a destination attractive to visitors also make the
community attractive to residents and new business development - and
investment - making it a better place to live, work, and play.
A little background - I grew up on San Juan Island, and started my career in
tourism by helping develop Whistler Resort. I spent a lot of time traveling
along I-5, passing through Bellingham and Whatcom County, but I never
stopped to visit except to see friends and family. I think very few people in the
Seattle area realize all that Whatcom County has to offer as a destination.
This is not just about tourism, but tourism is the front door to your nontourism economic development efforts. During this assessment, we examined
60 key elements about Bellingham and its neighboring communities.
Whatcom County is an incredibly beautiful area, and we found that there are
many places that are great destinations for visitors, as well as being wonderful
places to live and do business.
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Whatcom County is beautiful, but we found a number of challenges:
overnight stay.
• Challenge #1 - You have so much to offer, and you market everything,
including lakes, rivers, scenic drives, outdoor recreation, trails, wineries,
shopping, marinas, nice towns, ferries, the arts, history, fishing, golf, casinos,
events, Salish Sea, mountains, beaches, Native American influence, farmers
markets, spas, and more. The problem with this is that nearly every place in
western Washington can promote most of these as well. You cannot win by
trying to be all things to all people. You don’t stand out from the crowd.
• Challenge #3 - You rely too heavily on Canadian visitors.
• Challenge #2 - You need to shift your marketing away from promoting
ASSETS to promoting ACTIVITIES that are worth a two-hour drive and an
• Challenge #4 - No one says “Let’s check out Whatcom County.”
• Challenge #5 - The most successful destinations are built on private sector
investment, not public sector assets and amenities.
We started out by trying to find things from the highways and freeways.
Suggestion #1: Work with DOT on freeway signage to make sure people know
which exits to take.
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Suggestion #2: Your top priority should be to develop a county-wide
wayfinding system.
Wayfinding signs should have no more than five items on a sign. They should
always be decorative and work with the community’s brand.
A wayfinding system includes:
• Gateways & entries into the communities
• Attractions & activities
• Amenities (parking, restrooms, visitor information)
• Trail markets and access points
• Visitor information kiosks
• Pedestrian wayfinding (downtowns)
Note this wayfinding sign in Pittsburg, California (top left). It is decorative, easy
to read, and fits the community’s brand. This sign in The Woodlands, Texas (top
right) fits the community’s ambiance as well.
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We were happy to see Fairhaven’s wayfinding signs (bottom left). It is also
important that wayfinding signage “connect the dots” all the way to the end.
We never could find the “outdoor sculpture” mentioned on this sign (bottom
right).
Always make signage easy to read and avoid condensed text or script
lettering. Wayfinding signage should be easy to read and follow. Almost every
destination identified on signs on I-5 were lost once you leave the freeway.
The follow-through directional signage was not continued to the destination.
There was no signage on I-5 southbound for visitor information.
driving right through your communities. The lack of a good wayfinding system
means you are barely monetizing this terrific asset’s potential. It is very difficult
to find anything in Whatcom County because of the lack of wayfinding.
Bellingham isn’t on any type of grid system (top right), making it even more
difficult.
We have an entire video on wayfinding systems in our video library, and we
recommend you watch it for more helpful information (bottom left).
Work with the state, county, and every city to create a task force. Collectively
apply for federal transportation grants for design and implementation of a
wayfinding system; develop a pro-rata share to divide the costs appropriately.
A good wayfinding system will educate residents and visitors about what
assets Whatcom County has. It will increase local spending, overnight stays,
and tourism revenues. I-5 alone sees more than 25 million people a year
I thought I was on Chuckanut Drive (bottom right) here, but it turned out this
wasn’t it.
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Add visitor information to several areas around the county. Small, unmanned
kiosks are excellent for this purpose.
pays $5 each month, which covers the cost of restocking, maintenance, and a
little more to go for building another kiosk.
This small kiosk in Moses Lake, Washington, (top right) provides information
about not-to-be-missed attractions in the area. It was created by volunteers.
Place visitor information kiosks all around the county - make it easy for your
visitors to learn what you have to offer and to cross-sell other attractions and
amenities in the area. The more you have to offer, the longer people will stay,
and the more money they will spend.
This visitor information kiosk (bottom left and right) is a great example of a
kiosk that fits the ambiance of the town. This includes brochure distribution
(bottom right), and each business or attraction that displays their brochure
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For more information, watch our video about visitor information centers in our
online library (top left).
Make sure to maintain your signage, so that it is clean, easy to read, and
attractive. These signs (top right) could use some clean-up.
Trail signage is important to encourage visitors (and residents) to use these
attractions. By providing trail markers and information including distance, level
of difficulty, any amenities, etc., you make it easier for people to plan a trip and
enjoy the parks and trails.
We thought we were on Chuckanut Drive, but it turns out we were going
beside Lake Samish, and we found some great places. As we drove around
Lake Samish, we saw the park (bottom right). This is a beautiful spot, and
it’s a great place for boating and paddle boarding. This should definitely be
marketed specifically.
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Lake Samish is a beautiful spot for relaxing outdoor recreational activities, such
as canoeing and hiking easy, scenic trails. Consider promoting it by the season,
and by the specific activities for each season.
It’s important to have visitor information accessible for people when they’re
done with hiking the trails and enjoying the great lakes in the area. Make
it easy for your visitors, provide more than just park information - provide
brochures to cross-sell activities, shops, and dining.
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Since what I thought was Chuckanut Drive was actually Samish, I went out the
next day to find the REAL Chuckanut Drive. My friend told me Highway 11 is
Chuckanut! Add Chuckanut Drive to the sign (bottom right). Make it easy for
visitors!
Fairhaven Park’s entry looks like it used to be stunning (top left), but it’s been
allowed to deteriorate. Be sure to keep your entries looking fresh and updated.
People judge the book by the cover, and a tired entry gives the impression that
the park is run down.
We came across the Chuckanut Bay Gallery (top right), and it’s a great shop. Be
sure to promote your “anchor tenants” specifically. Your “anchor tenants” are
your very best businesses or attractions that people would go out of their way
specifically to visit. You need to promote them.
No shopping mall is successful without anchor tenants. The other businesses
benefit by being in close proximity to the anchor tenants. One example is
Disney World in Orlando. There are lots of other attractions in Orlando, but
most people visit to go to the anchor, Disney World, and they see the other
attractions while there. Anchor tenants are just as important for towns. People
come for the anchors, and other businesses all benefit.
Promote your anchor tenants with a “Best Of” guide. It can have a dramatic
impact on visitor spending. This sample from Alpena, MI (bottom right) is a
great example.
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We came across Larrabee State Park, and it is very nice. Is the stage ever used
for performances? (top left) If so, add a readerboard to invite people back by
showing them the upcoming attractions. Even if it’s only used once a year, let
people know about it!
Of course parks have rules, but be sure to welcome visitors before hitting them
with all the rules and cautions (top right).
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Here is a wasted opportunity to cross-promote the area (bottom left). Stock
these brochure holders with information for Fairhaven, Bellingham, and other
areas in Whatcom County.
It’s great that you have a park store and sell logo gear (bottom right). In
addition to letting us know that you have the store, be sure to tell visitors
where it is. We couldn’t find it!
Chuckanut Drive is a lovely scenic byway, and it’s a pleasant alternative
route from the Skagit Valley to Bellingham, rather than I-5, although much
slower. Promoting it as an alternative, scenic route is fine, but it isn’t a primary
attraction. Scenic views are not commonly seen from Chuckanut Drive in
Whatcom County - they are more easily seen from Skagit County.
Arriving in Fairhaven, we were charmed. Fairhaven is a gem of a village. They
are doing a good job of being a fun place to shop and dine in an attractive,
historic setting. Keep in mind that historic downtowns aren’t a draw because
of their history, but because of the things to do. The history is the setting, and
people are looking for activities - the historic setting adds to the appeal, but
if there weren’t great shops and restaurants - if there were just empty historic
buildings - visitors and residents wouldn’t want to spend their time there. But
Fairhaven is doing a good job providing both a great setting as well as the
activities that people want.
Tony’s (bottom right) is a great gathering place. We loved the availability of
outdoor dining, the beautification, and the artistic flare of the community.
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We thought Fairhaven would make a great place for a girls’ day out (or a girls’
weekend out). It is one of the best art towns we’ve seen, and it’s definitely
worth a drive from Seattle.
There are so many fun things to see, shops to check out, restaurants to try.
We came back the next day, and there was a farmers market being held in the
village green - we hadn’t known about it beforehand. Suggest you keep a sign
posted at the village green to let people know about it - not just on the day it’s
being held, but all the time, so people will be invited back.
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If any other activities are held there, be sure to have signage to let people
know about them as well.
We saw the sign for the Steampunk Festival (top left) and the Where’s Waldo
Party. These are great, and they should be widely promoted. They sound like
they would be worth a drive from Seattle!
We stumbled across these old stones in the grass (bottom left and right). They
are fun! They’ve obviously been neglected over the years, and we suggest you
bring them back - turn them into a diversionary activity. We were told that not
all of them are accurate, and that’s okay. Promote them as legends. This would
give visitors another activity to keep them in town longer. The first goal is to
get visitors to stop. If you can keep visitors in town for two hours, spending
doubles.
Find your hidden gems - you can promote them in your “Best Of” brochure.
They aren’t necessarily things people would travel an hour for, but they can be
fun little gems that add to the experience.
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While Fairhaven has a lot going for it, there are a few improvements that could
be made.
Add more beautification. This pot (top left) is pretty, but imagine what the
street would look like if there were ten pots and several benches along the
sidewalk? It would invite people to continue down the street to check out all
the shops. People love to spend time in beautiful places.
Beautification can be more than pots of flowers and benches. Note how
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these merchants in Canmore (bottom left) put out attractive displays of their
merchandise to entice customers into their shops. Bring window displays
outside. But an attractive display of merchandise is very different from racks of
clothes (top right) or tables filled with piles of merchandise. Avoid the garage
sale look.
Suggestion #22: Add a readerboard at the Village Green (bottom right) to let
people know what events are coming up. Invite people back!
This is a perfect place for a visitor information kiosk (top left). One of our
favorite kiosks is this one in Cape May, New Jersey (top right). At the top, it
has text that reads, “Welcome friends, old & new, linger here a day or two.” It
provides lots of space for brochure distribution.
to traveling, only 32% of travel decisions are made using brochures (#1 is the
internet; #2 is recommendations from friends and family). But during travel,
81% of decisions are made using printed brochures. Make sure to have them
available for visitors!
When visitors are traveling, they still want to use brochures - electronic kiosks
are not nearly as helpful for visitors. There’s nothing for them to take with
them. Bentley University’s Center for Marketing Technology performed a
study of travelers’ use of different types of information. They found that prior
Consider painting utility boxes (bottom left), so they become decorative works
of art, such as these (bottom right) in Edmonton, Alberta.
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Suggestion: Move the newspaper boxes to the Village Green (top left). It’s
difficult to keep the area under them clean, so it would be great to move them
to a different location.
This shop closes at 5:30 Monday through Saturday, and at 5:00 on Sundays
(top right). The problem? Seventy percent of ALL consumer retail spending
takes place after 6:00 p.m. If shops close before that, they are missing out on
that spending.
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You will never find a shopping mall closed before 6:00 - they are usually open
until at least 9:00. When people are at work all day, when can they go out
shopping? In the evenings! Your visitors are out all day hiking, boating, and
enjoying recreational activities, and when they are done for the day, they want
to enjoy a nice dinner and spend some leisure time shopping.
We are moving to the European standard - where we dine and shop later in the
evening hours. Watch our video (bottom right), which can give you great ideas
for how smaller merchants can stay open later.
Here are seven facts about downtowns:
#1 Downtowns = visitor spending. The top activity of visitors is shopping,
dining and entertainment in a pedestrian-friendly, intimate setting This is
where 80% of all non-lodging tourism spending takes place. That’s why Disney
has built Downtown Disney (top left) outside its theme parks.
And 70% of ALL retail spending takes place after 6:00 pm. Are you open?
#2 Tourism IS economic development. Tourism is the front door to nontourism economic development. Someone thinking of moving their business
to your downtown (top right) comes as a visitor first. Downtown organizations
and tourism should be joined at the hip. Downtown is the litmus test for the
health of the community.
#3 Downtowns are critical to your success. The heart and soul of any
community (besides its people) is its downtown. If locals don’t hang out
in your downtown, neither will visitors. Help attract people downtown by
bringing it to life (bottom left).
#4 Downtowns are back! People want downtowns more than ever. Even
Walmart is trying to take advantage of that fact (bottom right).
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Here’s why downtowns are so important:
This is the age of third places. The first place is where you live (top left). The
second place is where you work (top right). The third place is where you hang
out (bottom left). And people are less and less likely to hang out in a mall. The
last suburban mall was built 24 years ago. People want a downtown setting.
We are slowly moving to the European standard. We’re eating dinner later,
we’re shopping later at night, and we’re looking for things to do after work and
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on weekends. People want to have those “third places” to gather together in
their leisure hours, relaxing, dining, shopping, and spending time together.
Create gathering places with music, street artisans and vendors.
Starbucks (top left) built a whole brand on providing “third places” for their
customers - becoming the place people will spend time with friends.
Downtown Fact #5 The future of downtowns is to be the place we go after
work and on weekends. We want places that are open and lively after work:
cafe dining (top right), shopping (bottom left).
Most cities in Europe are built around plazas (bottom right), like this piazza
in Sienna, Italy. They aren’t just empty space or grassy parks - they are filled
with restaurants, shopping, and entertainment. People gather in the plazas
and spend time there, socializing, dining, shopping, and being together in a
community atmosphere.
You have two downtowns that are third places: Bellingham and Fairhaven except most of Fairhaven’s shops close before 6:00 pm.
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This piazza in Florence, Italy (top left) was filled with great entertainment, like
this singer and her accompanist. The Santa Monica Third Street Promenade
(top right) used to be a “dead zone,” but it’s been revitalized and is now one of
the busiest downtown blocks in California. It’s filled with street entertainers,
dining, and shopping.
#6 In economic development, tourism, and community development, there
is NOTHING that’s more important than your downtown.
#7 The business mix rules. We looked at 2,000 cities and towns, and surveyed
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400 of the most successful downtowns and downtown districts in the U.S. and
Canada to discover the 20 most common ingredients for their success. One big
mistake many towns make is thinking that beautifying the streetscapes and
facade improvements will “fix” an ailing downtown. It’s what’s IN the buildings
that makes a downtown successful. Beautification is only half the equation.
Business mix is equally important.
Back to Fairhaven - We found this little trail (bottom right), but without any
signage we didn’t know where it went.
There seems to be a zone between downtown Fairhaven and the waterfront
that is neglected (top left). Try a little landscape maintenance to make it more
appealing.
Cruises like these (bottom right) are the types of things that people will drive
from Seattle to experience. They’re great. And after the cruise? People want to
go into your shops, your galleries, your restaurants, and spend money.
There is a little coffee shop down by the water that is really cute, but being
so removed from downtown, we weren’t sure if they got enough business.
Making the transition area between downtown and the water might help that.
These are the types of things to promote - activities - rather than just “things”
like lakes, trails and waterfront. People want activities.
The terminal looked very nice (top right), but inside was dark and echoey
(bottom left). Consider filling it with art and activity.
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Activities make you worth a special trip.
Fairhaven has some real hidden assets, like this beautiful little abbey garden
cafe (top right). People would have a hard time finding it without wayfinding.
It should be promoted in your “Best Of” guide.
This building (bottom left) is also stunning, and it should be promoted.
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My local friend asked me if I’d seen the boardwalk in Fairhaven. I hadn’t, and
had no idea there was one. It turns out that behind this pole (bottom right),
there is a little sign that points you to the boardwalk.
This sign to the boardwalk (top left) needs to be much larger, and the
boardwalk needs to be promoted. It is important. I understand it connects all
the way to Bellingham - that’s awesome! (top right)
• Must be open until at least 6:00 pm and be open six days a week
• Must be unique to your town (no chains)
Fairhaven has a lot of great attractions, and it could use its very own “Best Of
Fairhaven” brochure. This brochure needs to promote specific businesses and
attractions, and the selection of those should be based upon certain criteria:
We made an initial list of businesses we thought would fit the bill - but we
didn’t have a chance to see everything, so this list should be refined. These
businesses should be invited to participate in your brochure, and they would
pay a fee for their panel (perhaps $400).
• Must be highly regarded (80%+ positive peer reviews, regional publications)
• Must have good curb appeal
• Must be open year-round
Consider changing the name of the Interurban Trail. That’s a boring name with
little appeal.
But Fairhaven Village is awesome, and it’s worth the drive from Seattle.
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We drove on to check out Ferndale. All the times I’ve driven on I-5, I’ve never
thought Ferndale had a real downtown. Seeing the sign on the freeway (top
left), I see that there is visitor information and historic attractions, so I take the
exit.
Unfortunately, when I reach the light after the exit (top right), there are no
signs directing me to Ferndale, the attractions, or visitor information. Add
directional signage so that people know which way to turn!
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I turned left (bottom left), but there wasn’t much.
So I went back and crossed the freeway (bottom right). There were some big
box stores, but I still didn’t know if this was all there was to Ferndale, or if there
was more to the town.
Add signage “Downtown ahead 1/2 mile.”
I drove on further, and then I saw the sign (top left) for visitor information,
historic attractions, and lakes. I kept on going, and finally saw the Ferndale sign
(top right), promoting a new chamber of commerce member. It’s unusual for a
city gateway sign to be promoting an organization - it would be better to use
the readerboard to welcome visitors or announce an upcoming event.
Add some more pots, planters, and benches (bottom right). Benches should
always be placed against the building facades facing towards the sidewalk,
and they should be flanked with pots.
I finally arrived in downtown Ferndale (bottom left and right) and it looks
great. Right away I noticed the hanging baskets, decorative streetlights, mural,
and beautification.
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Soften the transition between the buildings and the sidewalks by adding more
beautification. The merchant on the very end of this block is doing a good job,
but not many merchants are making an effort. The city is doing its part with
the hanging baskets, and the merchants need to help too. Make beautification
a top priority for downtown. Seventy percent of first time sales at retail
shops, wineries, restaurants and golf courses can come from curb appeal.
Beautification is an investment with tremendous returns.
Take a look at this autumn display at a shop in Jonesborough, TN (bottom left).
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Doesn’t it make you want to go in?
This gift shop along the Blue Ridge Parkway (bottom right) is decorated
for the holidays with silk flowers. It doesn’t have to be warm weather for
beautification to be effective.
One of our favorite towns is Mahone Bay, Nova Scotia (top left and right). A
major reason it is a favorite is that it is so attractive - brightly painted buildings,
flowers and landscaping everywhere, beautiful decorative signage, and a large
variety of specialty shops. The merchants do their best to keep the sidewalks
clean and their storefronts inviting and beautiful. People like to spend time in
beautiful places.
entice customers inside.
Neenah, Wisconsin did a downtown makeover (before: bottom left, and after:
bottom right). Retail sales in the block with the beautification increased by
one-third of the non-beautified street.
This restaurant in Mahone Bay, Nova Scotia (top right) has window boxes and
planters full of flowers, and they even make their menu board decorative to
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Curb appeal makes restaurants and shops inviting. Have you ever said, “That
looks like a good place the eat”? We like to eat at places that have good curb
appeal.
This restaurant (top left) would look much more inviting with outdoor cafe
tables, chairs, and umbrellas, as well as some pots. If Ferndale doesn’t allow
outdoor dining, then change the ordinance. Ordinances like that can kill a
downtown.
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Likewise, this restaurant (top right) needs more beautification to make it more
inviting.
The retail signage for all these shops (bottom left) can only be read by
someone standing across the street. That’s not very helpful. Blade signs
(perpendicular signs) should be a top priority.
Blade signs make it easy for potential customers to see what shops you have
and where they are. When people travel down a road, either walking or
driving, they are looking directly in front. Blade signs are easy to read. Signs
placed flat on the building are hidden from view, unless the driver turns his
head from side to side to try to read them as he’s driving.
Nearly all successful downtowns have blade signs.
blade signs. Nantucket, Massachusetts (top right) also uses very good blade
signs.
Other examples include Carmel, CA (bottom left) and Canmore, Alberta
(bottom right). Blade signs should be a consistent height and size, they should
be decorative, and they should promote the primary lure before the name of
the business.
These signs in Leavenworth, WA (top left) are excellent examples of effective
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Downtown retail signs should follow these guidelines:
• Lettering should be one inch tall for every twelve feet of viewing distance.
• Script lettering should always be avoided.
• The signage should be decorative to enhance the ambiance of the city. Real
signs, no billboards or painted plywood signs.
• Retailers and attractions should promote the primary lure first, then the
business name.
• Blade signs should be a consistent height and size.
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• Keep verbiage to four words - no more than six words.
Ferndale is a very attractive town with a lot of potential to be even better.
We saw the great plaza (bottom left) with a beautiful fountain and a lot of
appeal. There were restrooms there, which is awesome (bottom right).
Suggestion: Add some visitor information at the restrooms.
Provide information visitors can take with them. Even something as simple as
this weather-proof brochure holder in North Platte, Nebraska, (top right and
bottom left). It gives visitors an opportunity to take a brochure, and it was
inexpensive to construct - about $300. These could be mounted on several
buildings throughout town or throughout the county. The lid lifts, and it can
hold a couple large brochures and a smaller one.
I saw this great poster (bottom right). Perfect!
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We came across this great plaza area next to the river, but we never saw
anyone using it (top left).
park to use the amenity! If there is parking, put up a sign directing people to its
location. If there isn’t any, explore the possibility of creating some.
I wanted to take a closer look, so I tried to find parking. There isn’t a parking lot
for the park, so I parked in this store lot (top right), planning to just be there for
a few minutes. Someone came out of the store and asked me not to park there,
so I moved to another store’s lot.
We drove out further west of Ferndale, but there were no signs for anything, so
we turned around and came back (bottom left). We saw the nice gateway sign
and entrance into town from the west - good job! It’s very nice.
The town has this great amenity, but hasn’t provided any place for people to
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We saw the saloons and western-feel of the town, and it was fun. Ferndale
could focus its brand on western-style pioneer spirit - it would fit!
Ferndale’s Old Settlers Picnic has done a great job marketing (top left). We saw
plenty of promotion for the picnic as well as the fair.
This sign (bottom right) is beginning to get covered with overgrowth - clear it
out so the sign stays readable.
We wanted to head out to Birch Bay, so we went back to I-5 to find our way.
There’s good signage from the freeway (top right), and we found there was
good wayfinding along the route (bottom left). Telling the number of miles to
a destination is very helpful - add miles to other signs as well.
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Arrived at the state park at Birch Bay, saw the signs with all the rules (top left).
Suggest adding a “Welcome” message first, plus adding visitor information. Of
course it’s important to post the rules, but don’t forget about welcoming your
visitors and giving them more information about the area to cross-promote.
The benefit of tourism doesn’t come from visitors at the parks - it comes
from those visitors spending money at your restaurants, shops, lodging, and
entertainment facilities. So be sure to promote them through good visitor
information.
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We saw the signs for the “Discovery Pass” (top right). There was never an
explanation telling what it was or where to buy them - just that they are
required. What is it? Give more information so that visitors know what they
need to do to comply.
Birch Bay is a great beach town (bottom left). There was a nice visitor
information center (bottom right) in a good setting.
Birch Bay has become a fun town, with some quaint hidden gems and some
quirky, fun things to do. We thought it was awesome. It’s improved since the
last time I visited long ago, and I was very happy to see it.
There were a lot of plastic banners being used by retailers - try to put a limit
on plastic banner use. They should only be used for short periods of time for
special occasions.
The “signature” retail shop was packed (top left) - yellow pulls the eye faster
than any other color. That goes for brochures, advertising, and buildings!
Be sure to promote the activities. People come to experience special activities
- not just the beach. So promote “fat tire biking on the beach.” Promote the
“motor-trike riding on the beach.” There are so many things people want to do
while there - if you capture their imaginations by helping them visualize what
they will enjoy doing, they are more likely to want to visit.
The lodging looked very nice, and they did a good job with beautification.
This restaurant (top right), with its outdoor dining, looks wonderful.
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The waterslide (top right) looks fantastic, and a lot of people will come just for
that. This should be promoted.
What a great place to visit - Birch Bay has cottages, hotels, condos - lots of
excellent lodging facilities. It makes it easy for all types of people to find the
right place to stay.
The fastest growing trend in travel is multi-generational travel. Baby boomers
want to travel with their kids and grandkids. 34,000,000 Americans and
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Canadians took at least three multi-generational travel trips in the last year.
Forbes reports that multi-generational family travel tops the list of travel
trends. Rounding out the list are river cruising, active or adventure trips, safaris,
distant family connections, and celebration travel. Travel agencies are now
tailoring tourism to the needs of families traveling with younger and older
relatives.
Why should Whatcom County focus on multi-generational travel? No traveling
“unit” spends more and stays longer than multi-generational travelers. And no
group spreads the word faster and further via social media and word of mouth.
We started heading toward Lummi Island, and we saw the Silver Reef Casino!
(bottom left and right) I had no idea this was out here. Add signage to make
sure people are aware of it and can find it.
Birch Bay, with its wealth of fun activities and lodging options, is a perfect
destination for multi-generational travel.
The casino is about four miles from I-5. For someone who’s never driven there
before, four miles seems like twenty. So add “reminder” signs along the way.
Let people know the distance so they don’t give up and think they’ve missed
it. “Silver Reef Casino - Great Steaks! - Only two miles left to go!”
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Birch Bay Square looks very nice. There are a lot of vacancies, and I hope it
will end up doing well. I was told that the summer visitor spending was down
because of the Canadian exchange rate. With the volatility of the exchange
rate, it’s best to not rely on Canadian traffic for survival. Focus on appealing to
more of the local and Puget Sound markets.
This market is great (top right). Perhaps find your focus as the provisioning
headquarters for the Birch Bay visitors?
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Can you read this billboard? (bottom left) It’s almost impossible to read even
the top.
This billboard has 40 words (bottom right). There is no way anyone can read
that many words when they are driving 70 mph on the freeway. We have
four seconds to read a sign. When people can’t read it, they will just ignore it.
Billboards cannot be designed as print ads - they just don’t work.
Outlined text doesn’t work well on signage (top right) because it makes it
more difficult to read. In this case, the colors are too close in hue to the brick
background, and the sign just doesn’t stand out.
This sign has more than 30 words (bottom left), so it would be impossible to
read while driving.
I was looking forward to shopping here (bottom right), but it wasn’t open,
even though this was during business hours. There wasn’t a sign to tell me
when it would be open, so I didn’t know when to come back, or if it was closed
permanently.
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We saw the sign for the Lummi Nation, next right turn (top left). We didn’t
know if there was anything there for visitors. Are there activities? Shopping?
Dining? Any reason to go there?
Then we also saw the Lummi Island sign (top right). We weren’t sure how far to
the ferry terminal, or how often the ferries ran. So we decided not to go. With
so many unknowns, it wasn’t worth taking the chance.
If Lummi Island businesses would like visitors to the island, promote the activities and provide enough information for visitors to make an informed decision.
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Driving along I-5, heading toward Lynden, the exit was clearly marked, easy
to follow (bottom left). So we continued driving along the Guide Meridian,
for miles and miles of traffic circles (bottom right). They sure make the drive
longer, and it feels like forever. We were starting to wonder if we’d gone too far
or taken the wrong road.
The first “reminder” sign we saw was when we were only three miles from
Lynden (top left). Since Lynden is such a long drive, place “reminder” signs
along the routes, like “Lynden - 15 miles” or “Lynden - 10 miles.”
We spotted Bellewood Acres, and we weren’t sure what it was (bottom left). It
looked very nice, so we wanted to check it out. It was difficult to read everything on the sign as we were driving past, but we did see the beautiful landscaping and the cafe sign.
The shop is gorgeous, and we saw that in addition to the shop and cafe, there
is a distillery. What a gem! This is a must-visit. Just look at the decor to entice
you inside (bottom right). Excellent.
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Since the Bellewood Acres sign is difficult to read going so quickly along the
highway, we suggest some changes (top left). Instead of so much “busyness” with essentially four signs, put the messaging all on one sign. Don’t use plastic
banners. All you have to say on the sign is: Home accents and gifts - Farm to
table care - Distillery & local wines - Bellewood Acres. Always promote what
you’re selling before the name of the store.
We also suggest you create a “Best of Lynden” brochure, and Bellewood Acres
should be included.
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We got together with some friends who drove up from Lynnwood, and they
commented, “Did you see that really creepy place on the way here?” They were
talking about this place (top right). It might be a great place, but its appearance made it look creepy to our friends. We tend to “judge the book by its
cover” so it’s important to create a good first impression.
We finally reached Lynden’s gateway sign (bottom left), and it looks beautiful.
Since the town of Lynden is actually a ways further, we suggest you top the
sign with directional signage saying “Lynden’s Dutch Village - 2 miles.”
After reaching Lynden’s gateway sign, we drove through an unimpressive
commercial district, and then reached a residential neighborhood (top left).
This gives the impression that that’s all there is to Lynden. If we didn’t know
better, we would have turned around and left, thinking Lynden sure isn’t
much. That’s why it’s so important to have a good wayfinding system. Include
an attractive sign that tells people “Lynden’s Dutch Village ahead 1/2 mile.”
create a sense of arrival at the downtown core. Use gateway signs to create
that sense of arrival - not at the city limits, but at the destination you’re trying
to get people to visit. This sign is far too small to achieve that sense of arrival
(bottom left).
Suggestion: Give downtown its own unique name. Just as Market Street (top
right) is Woodland’s downtown.
The city of Woodlands, Texas, has these beautiful gateway signs on the borders
of its downtown (top right). They don’t mark the city limits - instead they
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“Business District” or “Historic Downtown” or “Historic Business Center” don’t
attract people nearly as much as a special name for a downtown. Those words
are designations, but not destinations. Consider giving the downtown core of
Lynden a special name. Think about The Pearl District in Portland (top left).
Many towns and cities do this (top right). Doesn’t “Village Square” or “Dutch
Village” sound more like a fun place to spend your time than “business center”
or “downtown?”
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We suggest each city give their downtown a special, unique name. It can have
a big impact.
When we reached downtown, all I could say was “Wow!” It is stunning. The
beautification (bottom left) is gorgeous, and the creativity of painting these
murals on the blank wall (bottom right) is inspiring. What a great job.
I’m going to show this photo all over the country as an example of what to
do right in a downtown (top left). The bench flanked by a pair of beautiful
pots is excellent, and the sign - “Take your time, look around. Parking’s free.”
That’s great. So few towns understand the value of making sure shoppers have
enough time to spend as much money as they want without having to worry
about tight parking constraints.
The Visitor Information Center is very attractive (bottom right). It could use
some outdoor brochure holders to provide 24/7 visitor information. You’d
want to put “The Best of Lynden” brochure in those holders. Are there public
restrooms?
Lynden is absolutely stunning - it’s one of the prettiest towns I’ve seen.
Fantastic.
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Having my local friend guide me around allowed me to see some “hidden
gems.” Be sure to include hidden gems in your promotional materials - things
locals would know about and are fun to explore, but may not be a strong
enough draw to be the primary reason to visit. I got to see this little mall (top
left), which is just great.
With fun little photo opportunities like this (top right), consider adding a little
sign that says #Lynden, or #DutchLynden - whatever is appropriate. Have
another little sign that says “Free WiFi” encouraging visitors to take their photos
there and post them to Facebook right there. That’s a great way to promote
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Lynden using social media - it’s great word-of-mouth promotion.
This is a great little mall. You can even visit Trixie, the monkey (bottom left). If
people go into the shop to see Trixie, perhaps they’ll buy something as well.
For outdoor dining, always put the tables and chairs against the building, not
right next to traffic (bottom right). How many people would feel comfortable
having a car pull into a parking space so close to you that it might bump
your leg? It also makes it easier for serving tables if they are right next to the
building, and there is still room for passersby on the sidewalk.
The art center was fantastic (top left). The architecture, and everything about it
was first rate.
Successful downtowns have outdoor dining and sidewalk cafes. They bring a
downtown to life! Outdoor dining can attract more people to your downtown.
We encourage all your restaurants to offer outdoor dining. This Greek
restaurant (top right) has benches outside, and we suggest using this space for
tables and chairs and umbrellas. Also, restaurants should always have outdoor
beautification - some pots or planters. And anytime you have benches outside,
they should always be flanked with pots.
In Newport on the Levee in Kentucky, there are many different options for
outdoor dining (bottom left). This restaurant in Salem, Massachusetts (bottom
right) uses pots of silk flowers for beautification and to set up an attractive
barrier between the diners and the pedestrian traffic, creating a greater feeling
of intimacy.
If any of the towns don’t allow outdoor dining, change the ordinances.
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When sidewalks are too narrow to allow for ample outdoor dining, some
towns all the restaurants to reroute pedestrians around the seating as they do
in Wolfville, NS (top right and left). Part of its charm is the “organic” ambiance
it creates. The merchants have built sidewalks to wrap around their dining
spaces, and then made them decorative.
Canmore, AB (bottom left) does many things right. There is an abundance of
outdoor dining, and this restaurant, with its little fence for intimacy and its
geraniums, does a good job of being welcoming.
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Another restaurant in Canmore, AB (bottom right). There’s not a lot of space,
but they make the most of it. This outdoor dining looks lovely.
Even this little spot in Canmore (top left) only has room for two small tables,
but they use it! When people are sitting here eating ice cream, it makes other
people want to have some too.
Another example from Canmore (top right).
by women. Women like to spend time in attractive places that make them feel
safe. Beautification helps with both.
Note the photo bottom right. These men are relaxing while their partners are
shopping. Provide plenty of benches!
We’ve talked about how 70% of first time sales can come from curb appeal,
and we’ve talked about the fact that 70% of retail spending takes place after
6:00 p.m. Another important statistic is that 80% of ALL retail spending is made
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This is downtown Lynden (top left). And so is this (top right). Note all the men
sitting on the benches. They are so important.
Many of the merchants are doing a fantastic job with beautification, while
some need to step up their game. Consider adding benches and pots here
(bottom left).
Benches should always be against the building facade, facing the street.
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Another great way to add beautification is to use outdoor displays of
merchandise, like this furniture store in Canmore (bottom right).
We saw this great sign and display in Sisters, Oregon (top left). It’s a great little
piece of beautification. And outdoor cafes are a part of overall beautification they look great and entice people to dine and spend time in the downtown.
We saw the great little museum (top right). It has very good curb appeal, and
the carriage is fun to see outside. We didn’t get a chance to go in, but we hope
to next time we’re in Lynden. Here are some general notes for museums:
• The average museum visit lasts between 20 and 40 minutes.
• If you can captivate the visitor for two hours, spending will increase.
• Museums must tell stories, not just display artifacts with facts, dates, and
figures.
• Most visitors don’t really care who donated various items - it doesn’t mean
anything to them. Visitors would rather hear the stories about the people
who used the items on display. How did they live? What interesting things
happened to them? Bring the displays to life by making an emotional
connection with your visitors. You do that with the stories.
Avoid these words: artifacts, collections, displays, donated by ...
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We saw this building under construction (top left), but there were no signs
telling us what it would be. Consider adding signage that says “Coming Soon!”
and letting people know what it will be. That will build anticipation and be an
invitation to come back.
We saw the Dutch Treat Restaurant (top right), which we’ve heard is a favorite
of local farmers.
Consider recruiting additional Dutch businesses, shops, restaurants. Anything
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with a Dutch theme. Also consider enhancing some building facades
downtown to make the Dutch theme more pervasive.
Consider visiting Pella, Iowa (bottom left), a Dutch-themed town. People will
drive 3 hours just to visit the famed Jaarsma Bakery in Pella. Another themed
town that would be great to visit is Solvang, California (bottom right).
We saw the golf course, and it looks beautiful (top left). We could see there is
a restaurant there, but there’s no signage to let people know if it is open for
public play, if there are club and cart rentals, or if there is a pro shop. Suggest
adding that information to the signage.
We saw the Lynden City Park, and it looks great (top right). My friend said that
they call it “Million Smiles Park.” Consider actually renaming the park “Million
Smiles,” or something with a little more flair and appeal than just City Park.
We drove up to the Lynden border crossing and saw that there is a lot of
construction going on (bottom left and right). There were no signs telling
what the construction was about, though. It would be great if they would
add signage to let travelers know - are they expanding the crossing? Are new
businesses going in? What’s going on?
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Lynden is a fabulous town. The setting among all the farmland (top left)
makes it extra special - we love the agricultural atmosphere. Even scenes like
this (bottom left) and this (bottom right) are fun for visitors to see.
Suggestion: Work on more farm-to-table restaurants and shops. With the
setting Lynden has, it’s a natural fit, and it can tie in with the Dutch theme
perfectly.
Like Fairhaven, Lynden is worth a special trip from Seattle. These two
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communities are Whatcom Counties “crown jewels.” Together they make
Whatcom County an overnight destination, and we haven’t even talked about
Bellingham yet. The importance of overnight visitors? They spend four times
more than day visitors.
Branding comes down to what you want to be known for. Whatcom County
has a great diversity of attractions and activities, and it would be great if it
could be promoted as “pick your season/pick your passion.” Then, if people
are interested in art, they can go to Fairhaven and the arts in other parts of
Bellingham. The experience in Lynden will be different from that in Birch Bay.
Visitors could focus on the activities they want, and then go to the towns that
offer those activities.
We drove on to Sumas, and it’s a beautiful area. Nice gateway sign (top right),
and very attractive pole banners (top left). I found many of the same shops and
restaurants I found in other towns, so there wasn’t a lot to set Sumas apart and
give visitors a reason to head all the way there. However, there is the border
crossing, and if people are headed to Abbotsford, they would likely want to go
through Sumas.
We saw the gold miner (bottom left), and thought it would be a good spot
for people to take snapshots and post to Facebook. Consider adding some
interpretive signage and putting the statue a bit lower for photos. We also saw
the old customs house (bottom right), but it doesn’t appear to be open.
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Sumas is a nice town, and I saw Bromley’s Market (top left), and I was trying to
think of a focus Sumas could use to attract visitors. Perhaps the “Provisioning
Headquarters” for travelers on their way to Mt. Baker.
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We continued our tour on to Blaine (top left). The last city before the border.
Heading north, you take this exit (top right), and the exit says this is the way to
Peace Arch Park. Going around this roundabout, there are no signs to the Park,
except for a little, tiny one, easily missed.
This exit is the introduction to Blaine, and what you see are closed businesses
(bottom left).
When you turn in to Peace Arch Park, the first thing you see is the parking fee $10! That rate is so high, it’s amazing anyone would go to this park.
Make it easier to find the park with better wayfinding signage, and beautify
the roundabout - it’s visitors’ very first impression of Blaine, and you want to
make a good one.
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After parking, we looked around for the Peace Arch. Where is it? Add
wayfinding signage to let people know where it is. We saw people pull into the
parking lot, look around, and leave.
We saw the visitor information kiosk (top right), but it didn’t have any helpful
information about the park. The park brochure doesn’t tell you how to find the
Peace Arch or the sculptures, and really isn’t very helpful. The brochure should
include a map of the park so visitors can find their way around. Also, this
visitor information kiosk should also have brochures and info about Whatcom
County. It’s a wasted opportunity. The park is in a beautiful setting, but it
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doesn’t fulfill expectations. It needs wayfinding, more information, and less
expensive parking.
On into Blaine!
The diner (bottom left) looks very dated. It could use updated landscaping and
new paint colors. Brown, beige, and gray don’t really pull customers in.
We went back out to the entrance and the roundabout to start over.
Unfortunately, the Subway looks pretty drab too (bottom right). It could use
fresh paint and refreshed landscaping.
Blaine’s gateway is very nice (top left). I wasn’t sure if visitor information and
restrooms were toward downtown or toward the harbor. The easier you make
it for visitors, the more likely they are to spend time and money in your town.
I headed to the right toward the harbor and saw the very nice pole banners
(top right). Found the Plover (bottom left), but there wasn’t enough
information to help visitors on the sign. A couple had stopped, and I overheard
them discussing the ferry. They thought it was the right ferry to Semiahmoo,
but weren’t sure how often it ran, how long it took, or if they could just walk
there instead. Add a little more information to the sign: distance, how often it
runs, cost.
Make it easy for visitors to find where they need to go - there wasn’t enough
directional signage in the parking lot to guide people to the ferry.
We saw a sign for Blaine Pier, but we never found the pier.
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We saw Marine Park, which is pretty and has some fun displays (top left). And
from here I could see the Peace Arch!
If this stage is ever used (top right), add a readerboard to let people know
about upcoming performances. Invite us back!
The public parking (bottom left) is in a location with nothing around it to do.
The Blaine harbor area is in a beautiful setting, and it has a nice marina, but
there are dozens of marinas in the county and in Washington State. There
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weren’t any activities we could find, other than a short walk. The Plover does
give you a ferry ride to Semiahmoo, but if you’re not staying there, you won’t
find much to do.
Next we drove into downtown Blaine. Suggestion: Don’t allow chain-link
fencing in your downtown. It makes it look like a prison.
Across the street we saw some nice buildings and pretty streetscapes, with
great street trees and hanging baskets (top left). But so many of the buildings
are vacant.
There is the Dairy (top right), which is great, but we can also find them in
Bellingham, Lynden, and Sumas, so it’s not unique to Blaine. Some merchants
are really working hard to be attractive (bottom left), and their efforts are to be
applauded.
But there are also sights like this (bottom right), with old storage cars and
boarded up buildings, and it gives a poor impression.
Blaine, with its location on the border and on the coast, has so much potential
to be a great town, and a favorite of visitors. It needs work to get there,
though.
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When we worked in Blaine a number of years ago, we wanted them to open
up the waterfront and build a plaza for great activities, that would function as
a gathering space for locals and visitors. Now the plazas are there (top left and
bottom left), but they aren’t used for anything.
Street entertainers, events, exhibits will really enliven them. Some plazas have
large chess sets for the public to use, bocci games, and we’ve even seen places
with pianos available for the public to play (downtown Denver). Plazas need to
have plenty of food available - from restaurants or food trucks or kiosks.
There should be restaurants adjacent to them with outdoor cafe dining.
The plazas need programming - activities held in the plazas to give people
a reason to spend time there. They need beautification, outdoor furniture
(tables, chairs, comfortable benches), and a focal point, such as a fountain.
There needs to be programming of events, activities, and exhibits 250 days a
year.
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A terrific case history about a very successful public plaza is Rapid City, SD.
They had attractions surrounding the city, but their downtown was dead. We
recommended that they turn this parking lot (top left) into a programmed
plaza (top right).
This space includes a stage, lawn area for seating or multi-purpose events,
an interactive fountain, and ice skating throughout the winter. The plaza has
several restaurants and shops bordering it.
The plaza is programmed year-round, so there is always something going
on, and it has turned Rapid City into as big a tourism draw as Mt. Rushmore.
Remember that plazas MUST be programmed, and they should always be
commerce-driven, meaning they should be a place for vendors, performers, art
shows, concerts, restaurants, food trucks, exhibitions, etc.
This photo shows downtown Rapid City at 10:00 a.m. on a Sunday (bottom
left). The town was hosting a classic car show, and the town was packed.
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Main Street Square cost $8 million, but they felt it could have been built for
$5 million. Funding sources included philanthropy and city funds. They hold
many varied types of events (top left). They plan to convert the lawn area to
a high-quality artificial grass for practical reasons. The fountains at night are
gorgeous (bottom left).
Rapid City’s Main Street Square earns more than $120,000 each season just
renting ice skates (top right). It’s now a year round gathering area for locals
and visitors.
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During the summer months, the city hosts “Monday Night Movies on the
Square,” which draws more than 3,000 people into downtown Rapid City each
Monday (bottom right).
An informal survey of 14 businesses say “Best thing Rapid City has ever done.”
• There are no retail vacancies.
• There is a much lower turnover of retailers.
• Businesses now stay open later into the evenings.
• Many businesses have broken sales records.
• Average age of population is dropping - young people want to live there.
• Increase in conferences, conventions, and trade shows.
Attract locals downtown with activities, events, and fun things to do, and
then retailers will follow. Retailers and restaurants will open where the people
spend time.
Some of the businesses are doing a very good job, but there aren’t enough
to do it all by themselves. This fresh oyster merchant (top left) has a shop that
looks great, but we weren’t sure if it was a restaurant or a seafood merchant.
Make the signage more clear.
Tony’s (top right) looks great too.
Some shops and restaurants need to step back and look at their stores with
fresh eyes, like this one (bottom left). It does have some nice flowers, but the
dumpsters and utility boxes next to the door detract from its appeal. They
should be screened with nice cedar fencing and perhaps a row of Pyramidalis
like these (bottom right).
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Take down the Christmas lights (top left and right), and remove the take out
boxes from inside the window. Remove weeds from the parking lot.
If there are empty sign brackets like those above (bottom left), they should be
removed.
And add outdoor dining! (bottom right) Outdoor dining can really help bring a
downtown to life. Use Catalina-style umbrellas and pots to add intimacy. This is
a gorgeous building.
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Some of the businesses are working very hard to do a good job and stay
in business (top left and right). But there aren’t enough of them to make
downtown Blaine a destination for locals and visitors.
Sometimes it requires a recruitment effort. First, you get people to come
downtown by making it a more active place - by programming plazas. Then,
you recruit more businesses, and you orchestrate your business mix.
lineal blocks:
• TEN places that sell food: soda fountain, coffee shop, bistro, cafe, fine dining,
family restaurant, wine store, deli, bakery, confectionary.
• TEN destination retail shops: galleries, antiques, home accents, outfitters,
collectibles, books, kitchen supplies, garden.
• TEN places open after 6:00 pm: entertainment, theater, performing arts, bars
and bistros, specialty shops, dining, open air markets, etc.
Downtown businesses are much more successful if they follow the Rule of
Critical Mass: the 10+10+10 Rule. This would include a MINIMUM, in three
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Successful downtowns need to have a “critical mass” of like businesses. Think
of antique malls, food courts, gas stations. People are attracted to the choices,
and all the shops do more business when they are clustered together.
One great example is Argyle Street in Halifax (bottom left and right). They have
at least 22 restaurants clustered in 2-1/2 blocks, and they are thriving.
Argyle Street is up a very steep hill in Halifax. It had a couple restaurants,
but most people wanted to spend their time at the waterfront. One of the
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restaurant owners decided he’d like to try to develop a “restaurant row” on
Argyle Street, complete with outdoor dining. He approached the city about
giving up the parking spaces in front of his restaurant to allow for outdoor
dining, and the city said okay. He recruited more restaurants, all providing
outdoor dining, and the project took on a life of its own. Now, with 22
restaurants and more along the side streets (bottom right), Argyle Street is
busier with dining and nightlife than the waterfront. And the city is building a
huge convention center on Argyle Street. That is the power of “critical mass.”
Another great restaurant on Argyle Street in Halifax (top left).
Achieving critical mass is well worth the effort. Work with the property owners
and recruit the tenants you need to make downtown successful. It only takes
one-third buy-in by property owners before the effort takes on a life of its own.
Start with a focus of what you want Blaine to be known for.
people from miles away. The city has great potential. The setting is unbeatable!
(bottom left)
I love this little cafe (top right). If Blaine wanted to develop a culinary brand,
they could recruit 20 more restaurants, and they would be a destination for
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While in the area of Blaine, we had to go check out Semiahmoo. On our way,
we saw this sign for tourist attractions (top left). There weren’t any listed, so it’s
best to just take down the sign.
We saw the sign for the Great Blue Heron restaurant, and for the golf and
country club, and we wondered if the golf course is open for public play (top
right). If so, let us know on your signage.
I was so excited to see that Semiahmoo is open again. It is a fabulous place,
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and it’s very exciting to see it coming back to life. It looks great.
We saw the trail, which we consider to be one of the best walking trails in the
Northwest (top left). Walking trails are not the primary reason someone would
drive two hours to visit, but they are a terrific amenity. It’s worth taking the
Plover from Blaine - a perfect “while you’re here” activity.
Semiahmoo could be known as Washington’s romantic, creative escape.
On to Bellingham - next 7 exits (bottom left).
The first exit doesn’t have signs telling you where to go to find anything. The
wayfinding on the freeway doesn’t match up with the signs off the freeway. On
the freeway, signs tell you to take the next exit for the sculpture exhibit, but
once off the freeway, you only find wayfinding to shopping, Seahome Village,
downtown, and Lakeway Center. I never found Seahome Village or Lakeway
Center.
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We did find the Sehome Hill Arboretum (top left), so we decided to check it
out. Came to a parking lot and thought this must be where the arboretum
is located (top right). But no, I followed the road as it continued and found
this sign telling about the arboretum (bottom left). Add “Welcome” to your
text - it’s always important to welcome visitors to your attractions, parks, and
amenities. Let people know you’re glad they came. Add some map brochures
in a weather-proof brochure holder so that visitors can take information with
them to navigate the trail and learn about the arboretum.
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We saw the tunnel, which was very pretty. The interpretive sign for the tunnel
(bottom right) is in need of maintenance, in fact, the whole arboretum could
use some TLC.
We found the lookout tower (top left) which is a very cool structure. A family
was just coming down and they told us not to bother going up, because you
couldn’t see any views from the top. We went up anyway, and they were right
(top right). What a shame!
Suggestion: Trim some of the alder trees back. Try to create some view
corridors to make the arboretum a better experience.
asset, and makes for a pleasant walk, but it’s not a visitor attraction.
Saw that there was visitor information at the University campus, and I went
to check it out. The sign says “closed” (bottom left). But there’s information
available, so it’s not closed. Turn off the closed sign - even if it’s not staffed,
there’s information available, and you don’t want to tell people to go away
unnecessarily. Add information about the University! (bottom right)
Suggestion 105: Drop the arboretum from the marketing effort. It’s a nice local
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In spite of the visitor information “closed” sign, the building was open (top left).
I went in, and there was plenty of visitor information available (top right), even
though the staff wasn’t on duty.
We went into the tourism office (bottom right), and they did a very good job of
answering questions and helping. The office looks great, is welcoming, and it
provides 24/7 information outside.
We saw the visitor information sign on I-5 northbound - add the sign for
southbound travelers as well (bottom left).
While there, I asked about a a good place to have lunch. Many VICs won’t give
you the names of specific restaurants (which is very non-visitor-friendly), but
these folks did. They recommended a restaurant and gave me directions. Yay!
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I found it, and it’s a place I probably wouldn’t have chosen without the
recommendation I received, because it really didn’t have any beautification
and was in a strip mall (top left). And it was great! Terrific, fresh food!
As I was leaving I looked around and saw a great looking micro-brew pub
across the street (bottom left), and a wonderful market on another corner
(bottom right). What a terrific corner. I came away with a pound of cherries
after eating my lunch. The intersection of James and Carolina is worth
promoting!
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I wanted to take a look at the Bellingham Airport (top left), and I have to say
that it is first class. It’s gorgeous (top right). An airport that would be a pleasure
to travel from.
While there, I saw two reasons people would come all the way from Seattle:
the helicopter tours and the scenic flights (bottom left). Can you imagine the
amazing scenic flights and helicopter tours over some of the most beautiful
scenery in the country? The San Juans and Mt. Baker would be awesome to see
from the air. These would be worth coming a long way for.
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It’s important to promote your “anchor tenants” - those attractions that make
you worth a special trip. They need to be promoted specifically. Then, while
people are here, they’ll spend time shopping, going to restaurants, spending
the night, etc. And the longer they stay, the more they will spend.
We got back on I-5 to go to downtown Bellingham. There are numerous exits
for Bellingham, and checked out many of them, not knowing which ones led
to downtown. This sign (top left) indicates that there are historic attractions off
this exit, but once you leave I-5, there are no more signs to help you find them.
We finally came to the exit that says “City Center” (top right). We suggest you
change the name to “Downtown” rather than City Center. There were a number
of restaurants and tourist activities noted on signs along I-5, but once you
leave the freeway, there are no additional signs to help find them. A county-
wide wayfinding system would fix that problem. Always make sure your
directional signage extends all the way to the destination.
As soon as you get off I-5, there are signs indicating that you are downtown
(bottom left). The whole area is not downtown - you want to differentiate
your downtown shopping district from the outer parts of the city. Consider
calling this area “uptown.” And we suggest you give the true downtown its own
unique name, making it a destination. The pole banners are beautiful (bottom
left), and here is the gateway into the true downtown (bottom right). Very nice.
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I decided to start out at the waterfront, and it was easy to find. I found
the Bellwether (top left), and the waterfront looks great. I noticed these
information panels (top right), but they didn’t have a lot of information
on them. Consider adding more information, cross-selling other parts of
downtown, shops, restaurants, activities, events, and more.
Having the map (bottom left) was good, but it would have been even better to
have a small map brochure I could take with me.
The Bellwether looks gorgeous (bottom right), and I’ve always wanted to stay
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there. I had asked my assistant to look into it, and she said that the TripAdvisor
reviews weren’t very good - that the lodging seemed “dated.” So when the
manager of the Townplace Suites called and invited me to stay there, we went
with them.
It’s critical to watch your reviews on TripAdvisor. Always respond. If they are
negative, don’t respond defensively; thank the reviewer and tell them how you
are working to make the situation better. Responding to reviews goes a long
way to alleviating any negative effects of the review. It shows you care.
We saw Blues, Brews & BBQ (top left), and it looks like so much fun. These types
of places are what makes Bellingham worth a special trip.
The setting in Bellingham (bottom left) is fantastic. It’s the activities that attract
people, though.
We saw the sailing classes in the bay (top right), and thought this was so cool!
I called my wife and daughter and said that next time we visit Washington, I
want us to bring them and the grandkids up to Bellingham and do this. One
thing about multi-generational travel is that we want it to be activities that will
create wonderful, lasting memories.
One time we came to Bellingham and had dinner with friends at Giuseppe’s
(bottom right). It was awesome. This should be one of Bellingham’s “Best Ofs.”
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One thing I noticed about Bellweather is that it seems that whoever can pay
the rent is allowed to set up shop. There isn’t an orchestrated business mix.
There are some nice spas (top left), but there’s also an Edward Jones office, and
other offices. Work towards having an orchestrated business mix so that you
can achieve a critical mass of like businesses - that’s what will attract people to
the area.
We saw the outstanding Squalicum Harbor gateway sign (top right). It is very
well done - it really makes a statement.
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These are the activities that make Bellingham worth a special trip and an
overnight stay (bottom left and right). Kayak rentals with a wonderful bay to
use them on, other marine and outdoor activities, and sailing and boating in
the San Juans, with Bellingham as the hub or starting point. These should be
promoted.
Cruises and whale watching tours (top left) are also fantastic activities, as well
as specialty cruises, like the Beer & Brats Cruise (top right). Fly fishing, paddle
boarding and lessons (bottom left and right) are also extra-special activities
that should be promoted.
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But how can anyone take advantage of all the wonderful activities at the
waterfront when they can only park for two hours? (top left) Two hour parking
limits can kill a downtown. Is there all-day parking anywhere nearby? There
should be, and there should be signs that direct visitors to the all-day parking.
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Instead of calling it “Old Town,” think up a more descriptive name - a name that
evokes emotion, such as “The Distillery District” or “The Seaport District.”
The area looks great. We loved the picnic benches outside the Waterfront
Seafood & Bar (bottom right).
The Chuckanut Brewery looks great (top left), and Jalapenos (top right) looks
fun with its bright facade. It could use more beautification - add some pots
and a more pedestrian-friendly entrance.
This museum is an iconic building (bottom right). It’s gorgeous.
We saw the workforce training center and saw that it has a happy hour
(bottom left). This was confusing - is this a restaurant? If so, where is the sign?
Make it obvious what you are - add a permanent sign here letting people
know you are a restaurant.
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There was very little parking, though. All the spaces were full, but there is
plenty of room to add more parking spaces here (top left).
The mural (top right) is beautiful, and the wayfinding signage is good and easy
to read. However, your wayfinding should also include directions to the other
districts, such as the Arts District.
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We did find the Arts District (bottom left), and it’s fantastic. Good pole banners,
and I saw the Pickford Film Center (bottom right), which looks great. By the
time I found a place to park, though, I forgot where the Spark Museum was - I
could have driven there, but it didn’t have any place to park. The open hours
are too restrictive - you can call for an appointment to see the museum, but
how many visitors will actually do that?
I was, frankly, amazed at what a great place Bellingham has become (top left).
It’s very cosmopolitan - it’s come so far from what it used to be when I lived
there years ago. Every time I came into downtown, night or day, it was busy
- alive with people. I remember Rocket Donuts (top right) and now it is very
cool.
Having the vendor booths on the plaza (bottom left) is great. The Mt. Baker
Theater is also a terrific place (bottom right). There needs to be more of
a connection made between this area and downtown, though. A good
wayfinding system will help with that.
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I saw alleys in Bellingham like this (top left), and it made me think of Art Alley
in Rapid City, South Dakota. In Rapid City, they’ve allowed graffiti artists go
wild (top right, bottom left and right).
They have set rules for the graffiti: No swastikas; no profanity; respect other
people’s art (so don’t paint over other people’s work). They also require that
approval of the property owners is given first.
They’ve painted everything, and it’s such a wide variety of styles and subject
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matter that it would be impossible to get bored looking at it. In fact, it has
become a huge tourism attraction.
Here are some more examples of Art Alley in Rapid City (top left and right).
This is a great way to show the creative, artistic spirit of the community and
make an attraction for both locals and visitors to enjoy.
The center of downtown should be Holly & Railroad Avenue (bottom right).
This intersection should be beautified and decorated.
Suggestion: Give the downtown core its own name. There are many different
districts that all currently fall under the umbrella of downtown, and you could
differentiate the core downtown shopping area with its own unique name. Use
the name to promote a “feeling” - evoke emotion.
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At the center of Brea, California, they decorated the intersection with these
pavers (top left). It looks fantastic, and really makes a statement.
Another idea is to use StreetPrint’s duratherm of stamping and coloring
asphalt (top right). It is weather resistant and durable enough to withstand
snow removal. It can be done in any color and design, and it’s an excellent way
to dress up an intersection or to make decorative crosswalks.
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I was so impressed with downtown Bellingham, I couldn’t stop taking photos.
It is an awesome downtown, and it is so much more than what I had been
expecting. The streets, shops, restaurants - everything looks fun and vibrant.
What a great way to do planters with a theme (top far right). This is awesome.
There were three situations that I experienced while downtown that were
very negative, and very concerning. Three times I witnessed men suddenly
start screaming profanities at other people. Once it was a man who started
screaming at a woman in a car. Every word from his mouth was a profanity.
She was terrified. Another time a man started screaming at another man
on the sidewalk. The man was going to turn around and engage in a
confrontation, and I stopped him, and just told him to let it go. Fortunately he
did. Three times I saw this happen in my short time in downtown Bellingham,
and they were all during the middle of the day. Only once did I see a
policeman, that was in front of the police station itself.
You need to have more of a police presence downtown. Those situations are
frightening for people, and it gives the very strong impression that downtown
Bellingham is not safe. This situation needs to be brought under control.
I wasn’t sure what type of place Shakedown was (bottom far left). I thought it
was a bike shop, but it turns out it’s a bar. Merchants need to make it obvious
what type of establishment they have - what it is they’re selling. Promote the
primary lure before the name of the store. Perhaps “Shakedown Bar”?
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I cannot say enough great things about downtown Bellingham. But you know
what’s really going to get us to come downtown? It’s these activities (top
left). The Mount Baker Bicycle Club event. Beer, improv & food truck. Summer
nights. These things are awesome.
The events will bring us here for the first time. Then, once we see it, we’ll want
to come back.
So, we might come here initially for the kayaking, the boating, the bicycling,
100
the events, but after we’re done, we want to have things to do after 6:00.
Fortunately, Bellingham does have enough restaurants, bars, and activities that
are open later into the evening hours.
Time to address the parking issue in downtown Bellingham. Three times I had
to go into a bank to get change to feed your old, outdated parking meters.
Once, when I was waiting in line holding a five dollar bill, the manager saw me
and asked if I just needed change for parking. When I answered yes, he asked
me how many rolls of quarters I would like. That is really sad.
Technology has advanced for paid parking, and Bellingham should jump on
board. There are several options, but I’ll share one option with you.
Passport parking maps out every parking space and mounts stickers that have
a QR code on each meter. There is a small user fee, but no cost to the city.
People pay a little more to park for the convenience they receive.
You can pay for your parking by phone, by quarter, or by credit card at a kiosk.
The app to pay by phone is free. You can also call them and pay by phone.
My first time experience, I scanned the QR code. Within 20 seconds I had the
app. It uses location services to determine my location, and I gave myself a
user name and password. I entered the zone and space, then I input a credit
card, and entered how long I wanted to pay for.
The app told me that even though the meter wouldn’t show any time, they
know I paid for the parking. It would text me 15 minutes prior to my time limit.
If the meter allows for more time, I can recharge it by paying for more time.
This only took three minutes. Easy way to pay for parking.
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Parking kiosks operate from a solar panel on top. In new lots they use zone/
space markers, saving the cost of installing meters. It’s easy for the customer
and for the city, and it saves the city money.
Parking should not be a general fund revenue source. It should be put back
into the district from which it was earned.
I was glad to hear that you are fixing this parking garage entrance (bottom left)
so that it won’t be so scary.
102
Can you tell what’s in any of these shops? (bottom right) Bellingham needs to
start a blade sign program. Perpendicular signs make it possible for people to
see what shops are down the street.
Can you see what’s in any of these shops? (top left and right) Give us a reason
to walk down the street by enticing us with signs that tell us what we’ll find.
Most successful downtowns use blade signs. They should be decorative, a
consistent height and size, and promote what it is the shop is selling before
the name of the shop.
This market (bottom left and right) is fabulous! What a great asset for the city,
its locals, and for visitors. But it’s almost a crime that it isn’t used for more
than the one day a week farmers market. It should be in use at least four days
a week, nearly every week of the year. It can be more than a farmers market,
becoming a public market with local crafts, prepared foods, concerts and
performances, events and exhibits. Public markets are tourism draws - they are
major attractions.
I did see some posters about the farmers market, but there should be signs
that tell people when and where the market is. If any other events are currently
held here, I didn’t see anything about them.
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The yellow star (top left) shows the intersection of Railroad Avenue and Holly,
which is pretty much the center of downtown. The Market Depot is at the
bottom blue star, and the transit station is the top blue star. Pretty much your
entire downtown core is within the yellow highlighted area. This should be
the boundary of the area you call downtown - and we suggest you give it a
special name, such as “Rail District.” Each of the other areas - the waterfront, the
arts district, have their own designations. Don’t try to make your downtown
too big. You have enough unique attractions in the other districts for them to
stand on their own.
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Thinking about what sets Bellingham, and each city and town in Whatcom
County, apart, we came up with some of our own ideas. Our thoughts:
• Lake Samish: Stand-up paddle boarding, serene, peaceful.
• Fairhaven: One of the best art towns in the West with a touch of irreverence.
• Ferndale: Western, pioneer spirit, saloons: a classic car and motorcycle
gathering place.
• Birch Bay: Family beach getaway. Warmer waters, kinder beaches, flat-out fun.
More branding ideas:
• Lynden: Washington’s Dutch village with farm to table dining.
• Sumas: Provisioning headquarters for the Mt. Baker experience.
• Semiahmoo: Washington’s romantic, creative retreat. Wellness, spa, serenity in
an inspiring setting.
•Bellingham: Washington’s Microbrew & Distillery Capital. Mixed with funky,
edgy people and creative souls in a truly organic setting.
We felt that Bellingham makes a perfect bookend to Portland. In fact,
Bellingham makes us think of Asheville, North Carolina. With the Biltmore
Estate, Asheville has the finest in fine culture, combined with a downtown of
counter-culture. It’s funky, fun, and fabulous. It has itineraries that promote
culinary travel without consequences (top left), telling you what activities to
do in their town to burn off the delicious food you’ve enjoyed. Its wayfinding
signs are topped with unique finials that display the town’s artistry (top right).
Asheville turned some of its transportation shelters into vendor stalls, where
local artisans sell their unique wares (bottom left). They converted their closed
Woolworth store into a co-op gallery of up-and-coming artists (bottom right).
105
Asheville has street musicians and performers all day, every day (top left and
right). They have chessboards in their downtown parks, where locals gather
every day to try to beat their most challenging opponents (bottom left).
Downtown Asheville is active and alive every day, all day, all year round.
Livability.com named Asheville one of the “top five cities to live in” in the U.S.
Fodor’s named Asheville the number one place they were going to in 2011
(bottom right).
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Bellingham is just as fabulous.
So how do you package all this into an umbrella brand for Whatcom County?
First of all, you don’t market the county - people aren’t interested in going
to a county. You market the unique blend of activities that people can’t find
closer to home. You market the overall feeling that people will find here. Some
thoughts:
• An amazing blend of spirits
What you have here is flat-out amazing. Pick your season. Pick your passion.
Marketing your activities by passion will entice visitors here.
Make a list of these suggestions, discuss them, and make plans to bring the
suggestions that have merit to life in your communities. Work together.
And remember: “The best time to plant a tree was 20 years ago. The second
best time is today.”
107
MARKETING ASSESSMENT
Marketing Assessment
Visitor Guide
Visitor Information Website: www.bellingham.org
The visitor guide is a nice piece, overall. The quality is excellent, and the layout,
despite having advertising, isn’t as busy as many community visitor guides can
be.
Like many visitor websites, this one leads with the location. While that may seem
like the obvious choice, it is actually more effective to lead with experiences first,
location second. People don’t make the decision to visit a community based first
on its location. They choose to visit a place because of what they will do when
they are there.
The “Things To Do” section is quite extensive, but is broken into categories that
are helpful. The one thing it lacks is a distinct focus – answering the question,
what makes Bellingham worth a special trip?
Itineraries are a great way to showcase what a community has to offer and help
a potential visitor envision and plan their trip. The PDF itinerary cards are a nice
feature.
The one thing I’d suggest with the itineraries is perhaps making them easier to
find and more prominent, perhaps with a button on the sidebar.
There are a lot of sections that are quite copy heavy. This is a bit hard to
avoid, because the website is the place for detail. But try to incorporate more
photography and bullet points amid the portions of text. Most people scan
internet copy, and you want to make it easy for them to find what they’re looking
for.
The site also uses “list marketing” – that is, simply listing everything in any given
category. While there may be space for lists on a website, lists don’t do enough
to close the sale. There should be more focus on what makes Bellingham unique,
and that includes the experiences and attractions. Promote the “anchor tenants”
first and foremost and everyone will benefit.
Printed marketing materials
We received a very large packet of marketing materials, including a visitor guide
and various individual brochures and maps. It was nice how they were tucked
into a folder.
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Belliingham & Neighboring Communities Assessment Report
We love the way it is laid out with the various activities first, then the
communities, food, lodging, and additional information.
The recreation and entertainment sections are nicely done, with lots of enticing
photography and descriptions of activities.
For the Trails, we suggest you have trail maps on your website and refer to
the downloadable page URL in the brochure, so visitor have the option of
downloading and printing the maps in addition to stopping by your visitor
information center. Only about 5% of visitors actually will stop at a VIC.
In your golfing section, be sure to let readers know if a golf course is open for
public play.
It bears keeping in mind the use and audience for any printed materials. Most
people do their planning online, but once they are in the area, they use printed
guides for reference and to refine their itineraries, double-checking what they
want to do.
Understanding the audience and use of the piece may help inform the layout
and content of future editions, with a focus on making it useful for the visitor
while they are in Bellingham.
This piece should include more emphasis on top attractions and activities, as well
as easy to read descriptions and information that is relevant to the visitor who
is already there, rather than making it a sales piece designed to entice visitors to
come. There’s really not enough detail to use the visitor guide to plan an itinerary
or decide what to do once in the area. Add more specific information, such as, for
each community, include perhaps five each of the top local picks for activities,
dining, photo opportunities, events, and hidden gems.
The website is where most decision-making takes place. The printed materials
are used primarily to make the visit more enjoyable.
Brochures
There are a number of brochures and rack cards, catering to individual tastes and
categories.
One important thing to mention about brochures and rack cards is that the
location should never be at the top. Lead with the experience. For example, the
whale watching brochure says “WHALES” at the top. This is what people will see
in a brochure display. Visitors will see the title, know instantly what the brochure
is about, and grab accordingly.
Brochures that lead with location don’t do anything to tell the visitor what
they’ll find. Again, people don’t make decisions based on locations, they make
decisions based on what they want to DO.
Another example: the Chuckanut Drive brochure leads with “Chuckanut Drive.”
Instead, this brochure could have a title such as, “Scenic Drive,” which tells the
visitor exactly what this brochure is for. If they are interested in learning more,
they will take one and the info about where the drive is located will be there.
We loved the Whatcom Wine & Spirits Trail brochure. It has a good map and
enough information about each featured winery and distillery to be helpful.
Suggestion: Name it simply “Wine & Spirits Trail” in bright yellow text on a dark
background, and then, below, add Whatcom County.
The various maps in the map brochures were quite good. It is very common to
find maps that are not helpful at all, and yours are some of the best we’ve seen.
For each town’s brochure, consider creating a “Best Of” guide instead of the
existing brochure (more on that below).
We suggest adding these marketing pieces to your repertoire:
“Best Of” Guides for Bellingham, for Lynden, for Blaine, for Fairhaven, and for
Birch Bay. If you feel that other towns need their own “Best Of” guides as well,
that’s fine.
What do you have in Whatcom County that I can’t get anywhere else? Your
“anchor tenants” are your very best businesses or attractions that people would
go out of their way specifically to visit. You need to promote them in “Best Of
Guides.”
Use fairly strict criteria to select which businesses will be included. These
brochures can be a public/private partnership, with the invited participants
contributing the cost for their panel. Include the best shops, best restaurants,
and best activities for each town, and each “best” would have a full panel. They
should not look like ads, though. They should be in an advertorial format, with
some great photography and very specific text to let visitors know why this is
one of the best.
Don’t include lodging facilities in these brochures, because we want lodging
facilities to hand them out. They should be available at all visitor information
centers and kiosks, as well as at lodging facilities, retail shops and restaurants
throughout the county.
With some flexibility, the criteria should include:
• Must be highly regarded (80%+ positive peer reviews, regional publications)
• Must have good curb appeal
• Must be open year round (with some exceptions)
• Must be open until at least 6:00 pm and be open six days a week
• Must be unique to your town (no chains)
These “Best Of” Guides are very effective at increasing visitor spending – you are
promoting specific attractions, shops, and restaurants, and those specifics are
what can really lure visitors to the towns. They want to check out these great
places. While they are there, they will also go into the other businesses, especially
if they have great curb appeal. Everyone benefits.
Tinley Park, Illinois - Assessment Report
109
Contact Information
Roger Brooks International, Inc.
24654 N. Lake Pleasant Pkwy
Suite 103-487
Peoria, AZ 85383
(206) 241-4770
Email: Becky@RogerBrooksTeam.com
www.RogerBrooksInternational.com
Copyright © 2015 Roger Brooks International, Inc. All rights reserved. No part of this material may be reproduced,
stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying,
microfilming, recording, or otherwise without written permission from Roger Brooks International

Roger Brooks Report - Blaine, WA

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